Nurul Rahmawati, Feny (2020) Pengaruh Pengalaman Merek, Kualitas Pelayanan, dan Kepuasan Konsumen terhadap Loyalitas Konsumen Produk Donat J.CO di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine and analyze the effects of Brand Experience, Service Quality and Consumer Satisfaction toward Consumer Loyalty on J.CO donut products in Surabaya. This research is a survey one using data source in the form of questionnaire. The research sample was determined by purposive sampling technique with as many as 145 respondents were obtained from J.CO donut consumers in Surabaya. The results showed that brand experience had a significant effect of 0.475 toward Consumer Satisfaction because the p value was <0.001 (p < 0.05). Quality of service has a significant effect of 0.367 toward Consumer Satisfaction because the p value of <0.001 (p < 0.05). Brand experience has significant effect of 0.238 toward Consumer Loyalty with p value of 0.001 (p < 0.05). Service quality has significant effect of 0.214 toward Consumer Satisfaction because the p value is 0.004 (p < 0.05). Consumer Satisfaction has significant effect of 0.320 toward Consumer Loyalty with p value of <0.001 (p < 0.05). Keywords: Brand Experience, Service Quality, Consumer Satisfaction of Consumer Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FENY NURUL RAHMAWATI |
| Date Deposited: | 02 Nov 2020 13:50 |
| Last Modified: | 02 Nov 2020 13:50 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6978 |
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